Final report

I remind attending students they have to prepare a report to be delivered via mail to me by the 8th of January as an attached Word file of an e-mail whose subject is “AM – final report”. A paper copy of the report must be delivered to me the day of the presentation (9th, 10th or 11th of January).

The report, which summarizes the activities of the groupworks must include a title page (with the name of the group and a list of the members), and a 7-10 pages with the following information:

1. A critical view of the questionnaire initially proposed by the group, analysing in particular the why some of the proposed items where not considered, changed or kept as it were in the final version – the version proposed by the group must be included as an appendix. This section must be titled “SURVEY DESIGN”.
2. An overview of the overall responses obtained, including some graphs and summary tables which are oriented to explain the strenghts and weaknesses of the Augmented Traveler in its present form and the directions in which it should be implemented in order to meet potential customers’needs. This section must be titled “SURVEY DATA ANALYSIS AND RESULTS”.
3. The list of keywords the group selected for AT, motivating the choice. This section must be titled “KEYWORDS”.
4. A description of the results and final considerations of the analysis the group carried out using Google Trends, Google Consumer Barometer and other online tools. This section must be titled “TREND & MARKET ANALYSIS”.
   • What markets did you identify as the most strategic ones and why?
   • Are there particular trends related to the segment to which AT belongs?
   • What are direct and/or indirect competitors to AT?
   • What consumer behaviour aspects did you take into consideration when analysing your potential markets and why?
5. A report of the buyer personas you generated using insights from both online research and offline research (survey). This section must be titled “BUYER PERSONAS.”
6.  An illustration of the structure of the AdWords search campaign the group created: ad groups and related keywords, ads. This section must be titled “ADWORDS SEARCH CAMPAIGNS”.
7.  An illustration of the structure of the AdWords Display campaign the group created, focusing on the group targeting options and final ad. This section should be titled “ADWORDS DISPLAY CAMPAIGNS”.
8. An overall comment on the AT product, derived by all the analyses the group performed during the course, and a proposal for augmenting the probability of success of it, in terms, for instance, of product awareness, market positioning and profitability. This section must be titled “CONCLUSIONS”.

Out of the report, each group must prepare a ppt presentation (15 minutes long, meaning 8-10 slides) that might include also videos, pictures and other multimedia –  which illustrates the activities carried out by the group, and focuses on some aspects of the analysis the group considers as most relevant to be shared and discussed. Each group can therefore personalise the presentation in order to make it more interesting, appealing and effective.